Terms Used in This Chapter

The Tracking Campaigns chapter contains some terminology you need to know. Terms used in this chapter are defined here.

Campaign Drilldown

A Webtrends Analytics 9 report feature that allows users to navigate from a highly summarized level of data to successively more detailed levels of data, organized along a concept hierarchy. Campaign Drilldown allows users to view visits, page views, revenue, average order size, and other information categorized by Campaign Partner, Demand Channel, Marketing Program, Marketing Activity, campaign Name, Campaign Creative, Campaign Offer, and other campaign attributes.

Campaign ID

A unique campaign identifier used to track campaign performance. Campaign ID is a level within the drilldown categorization scheme set up by the Webtrends administrator, which allows for reporting on campaigns in a way that is meaningful to report users.

Conversion, Conversion rate

The percentage of a group (of visits or visitors) that completed a specified action indicating customer interest. Conversion can assess any type of action a website wants its visitors to perform, and any type of goal or mission a visitor wants to complete on the site. For example, conversion could describe the percentage of all visits that involved a completed purchase of a product or service. Conversion can also refer to visitors who performed a very small and precise action, such as clicking on an email campaign link.

Demand Channel

One of several venues that could be used to drive traffic to a website, for example catalogs, email, radio, banner ads, pop-over or pop-under ads, or direct mail. Also known as Marketing Channel. Demand Channel is a level within the drilldown categorization scheme set up by the Webtrends administrator, which allows for reporting on campaigns in a way that is meaningful to report users.

Lifetime Value

The total monetary value of a visitor's past orders since tracking with persistent cookies and Visitor History began. Average Lifetime Value is the average of all the Lifetime Values of the visitors who visit the site during a reporting period.

Segmentation

Using a visitor's buying history, demographic and/or psychographic information to compare marketing and web analytics results. Creating a report that compares visit duration of buyers and non-buyers is one example of using segmentation to analyze visitor behavior on a website.

Webtrends Administrator

A Webtrends user who has rights to all features and sets up various features such as campaign drilldowns.